An employee-driven
organic impact
For its brand relaunch, Eka Software drives 233% increase
in traffic to its new website in a single day with an
integrated organic and paid campaign on LinkedIn
Location: Norwalk, Connecticut | No. of Employees: 201-500 | Industry: Computer Software
Unlocking the power of one
Many organisations recognise that employees are their most Eka Chief Marketing Officer Nancy Pearson, who led the
valuable asset but few are effectively leveraging the strength brand transformation, wanted an innovative approach to
of employee advocacy in marketing. Eka Software, a global the relaunch. The marketing team landed on the idea of
leader in digital commodity management solutions driven engaging its own employee base to truly showcase ‘the
by cloud, blockchain, machine learning and analytics Power of One’ in announcing the new brand and driving
technology, has demonstrated how this can be done with a traffic to its new website (www.eka1.com) while
highly successful brand relaunch campaign on LinkedIn. maintaining the momentum of its always-on brand
awareness and demand generation marketing efforts on
In the past few years, Eka, along with its markets and LinkedIn.
customers, has evolved. To reflect its vision of providing one
platform with one data model, one security model, one The company significantly accelerated its digital
version of truth and multiple solutions to enable digital outreach with a seamlessly executed plan that involved
transformation, the company prepared to relaunch its brand organic efforts by over 400 of its employees, along with a
as ‘Eka1: The Power of One’ along with a new website. targeted paid media campaign.
Eka’s brand relaunch campaign produced:
800,000+
impressions from organic and paid efforts
in one week
+233% +10%
surge in website increase in LinkedIn
traffic in one day Page followers
An integrated approach to
organic and paid media
Eka’s plan was to have its employees simultaneously
update the cover image of their personal LinkedIn
Eka started actively
profiles, share a post about what the brand change marketing on LinkedIn in
means to them, and invite people in their network to visit
the new Eka1 website. 2019 and now attributes
As part of the build-up, the marketing team shared the about 48.6% of its overall
plan with all employees, including its C-suite executives.
This created a lot of buzz internally as employees were
prospect count, 7% of its
excited by the opportunity to showcase their contributions
towards the company’s progress, while the company was
lead count, and 5% of its
looking forward to highlighting the individuals that deliver Annual Recurring Revenue
its brand value to clients on a daily basis.
(ARR) to its marketing
When launch day arrived, at a pre-determined time, over
400 Eka employees logged into LinkedIn and started investment on the platform.
posting. Together with Eka’s concurrent paid media
campaign, this earned the company more than 800,000
impressions over a week. Eka employees essentially “No other digital marketing platform is as responsive to
helped drive a 233% increase in website traffic and the changing needs of marketers. In the past year alone,
contributed to a 10% increase in LinkedIn Page followers. I’ve seen LinkedIn continuously improve its features,
functionalities and services to better empower marketers
To amplify results, Eka concurrently ran two paid media to drive the business results that we want,” said Vanitha
campaigns to build greater brand awareness and drive Poojary, Eka’s Director of Digital Marketing.
stronger demand generation. Eka’s existing campaign-
related assets were repurposed from its arsenal of always- Even with the COVID-19 pandemic rocking the global
on campaigns, updated to reflect its new brand, and economy and B2B sales becoming increasingly
precisely served to its key audience of CTOs and CFOs in challenging, Eka’s partnership with LinkedIn ensures that
specific industries. This approach ensured that its it’s able to continue reaching, engaging and nurturing the
marketing traction on LinkedIn was maintained. audiences that matter most to its business.
“We adopt an always-on marketing strategy on LinkedIn. It gives us access to
high-intent professionals and equips us to accurately target and retarget our
niche audiences, using a rich media mix to nurture them through the funnel for
better ROI. Naturally, LinkedIn was also the top choice for our brand relaunch.”
Vanitha Poojary
Director, Digital Marketing, Eka Software Solutions
Visit marketing.linkedin.com to get started with LinkedIn Marketing Solutions
